Sony Corporation of America selected Brooklyn-based Big Spaceship as its brand and creative agency partner to promote its master brand, following a review. It’s unclear if incumbent Tracey Locke participated in the review.

“We needed to find a partner who could help us create a cohesive and culturally relevant presence that reflects how consumers communicate and engage with Sony,” Sony svp, marketing Steven Fuld said in a statement. “Sony has redefined its brand marketing approach with a clearly defined brand target and a marketing-technology stack capable of identifying and reaching them. Big Spaceship’s ability to understand and connect with real people, with relevant content, is exactly what we need to emotionally move our target.”

Big Spaceship chief strategy officer Andrea Ring added that Sony’s presence in the entertainment sphere “gives us an an amazing opportunity to bring new meaning to what made Sony one of the world’s most recognized brands in the first place.”

The agency will be responsible for creating content across digital, social and experiential channels, as well as influencer partnerships. Last month, the agency began collaborating with Sony on revamping its master brand, and its first work is anticipated this summer.

Sony Corporation spent nearly $550 million on measured media in the U.S. last year across all its brands and $85 million in the first quarter of 2018, down from $128 million over that period last year, according to Kantar Media.